Ontario’s Minister of Economic Development, Job Creation and Trade, Vic Fedeli, is standing firmly behind the province’s controversial anti-tariff ad that featured former U.S. President Ronald Reagan, despite the diplomatic flare-up it caused with Washington.
Speaking to reporters Friday, Fedeli dismissed criticism of the ad and rejected the notion that it was a mistake, saying it successfully drew attention to the economic pain Americans are feeling because of tariffs imposed by President Donald Trump. “It has opened the eyes of the Americans,” he said. “When they go shopping and wonder why their goods cost so much — when they buy a stove, a fridge, or a washer dryer — it’s because of the 50 per cent tariff on Canadian steel.”
The television ad used archival footage of Reagan denouncing tariffs as harmful to both consumers and economies. Fedeli said the message resonated deeply across the United States, claiming it amassed over 11 billion views and sparked discussion “from Congress to coffee shops.” He added, “There’s nobody else speaking in the commercial but Ronald Reagan — in his own words — warning that tariffs may look good at first but inevitably hurt a country.”
Prime Minister Mark Carney has since apologized to Trump, who reacted by suspending trade talks with Canada and threatening new tariffs. The ads have now been pulled, but Fedeli insists their purpose was served. “President Trump himself said, ‘I saw the commercial. I would have done the same thing,’” Fedeli noted. “A few days later, he changed his tune — but the message had already hit home.”
Fedeli credited the campaign with influencing key U.S. lawmakers, pointing out that four Republican senators recently crossed party lines to vote with Democrats in favour of lifting tariffs on Canadian goods. “All of this,” he said, “is a result of the power of the marketing that we’ve done in the States.”
While Fedeli acknowledged that securing a stable trade deal with the U.S. will be challenging, he emphasized Ontario’s growing appeal to global investors. “Companies around the world — including American firms — want to come to Ontario because they know under Premier Ford they’ll find a stable, reliable, and predictable government that follows the rule of law,” he said.
Despite the diplomatic fallout, Fedeli’s message was clear: Ontario has no regrets about calling out Washington’s trade policy — and he believes the world is now listening.